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French soccer giants Paris Saint-Germain have extended their partnership with the Rwanda Development Board (RDB) through to 2025.
Contract:
- Partnership to continue showcasing the Visit Rwanda tourism brand
- Deal will continue to seek to promote Rwandan culture and products – such as coffee and tea
- Visit Rwanda to maintain a visible presence at the Parc des Princes on matchday
- Logo to continue appearing on the men’s team’s training and warmup kits
Context:
PSG’s partnership with the RDB first commenced in 2019 and was reportedly worth €8 million (US$8.78 million) and €10 million (US$10.9 million), with the African country also having a major soccer partnership with Premier League outfit Arsenal.
Comment:
“In working with Visit Rwanda, Paris Saint-Germain has taken sponsorship to the next level in terms of standards and synergy,” said Cynthia Marcou, PSG sponsorship director.
“Together we have developed extremely creative activations in which our players and ambassadors regularly take part.”
Coming next:
With help of its sports partnerships, the RDB hopes that Rwanda’s tourism revenues will hit US$800 million by 2025.
